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Salvatore Ferragamo and De Beers branded stores were decked out with pro-military symbols to mark Russia's annual Victory Day parade on Monday, demonstrating how little control high-end retailers have over how their goods are sold in the country.

Franchise agreements mean Russian partners continue to sell the merchandise, despite many major multinational retailers saying they would stop or suspend trading in Russia after Moscow sent tens of thousands of troops into Ukraine on Feb. 24.

Russia has long been a market for luxury goods firms in Moscow and there has been no noticeable change in shopping habits in recent weeks.

Salvatore Ferragamo's (SFER) store on Stoleshnikov Alley, a pedestrianised shopping street a stone's throw from the Bolshoi Theatre, displayed decorations in the orange and black of the St. George ribbon widely worn by Kremlin supporters.